Never Liked it Anyway

“The Pentagram team have created a provocative, playful and sassy video to showcase both Never Liked It Anyway’s attitude and functionality,” says Bella Acton, founder of Never Liked It Anyway. “My brief to the team was wide open, and they came back with a concept wittier, sharper and with more irreverent than I could have hoped for. This coincided with the rebrand and has been a powerful way to make people reappraise us, and look to us as category disruptors.”